.... Design/methodology/approach Data were collected from 401 virtual reality (VR) users and analyzed using Partial Least Squares–Structural Equation Modeling ( PLS-SEM ) and Importance–Performance Map Analysis (IPMA). Findings Based on PLS-SEM and IPMA results, the constructs of object-based...

... and thematic clusters to provide insights into the field of tourism. Findings The findings indicate significant growth in the study of virtual reality (VR) and augmented reality (AR) within the tourism sector, particularly in destination marketing and immersive experiences. VR enhances destination branding...

... Limited Licensed re-use rights only Metaverse Metaverse tourism Virtual tourism Space tourism Virtual reality Kim et al. (2024) investigated the behavioral intentions of potential space tourists by comparing motivations, constraints, and perceptions of artificial...

... experiences around the world. It attempts to assess factors such as information value and reliability (IVR), ease of access and interaction (EAI), cost-effectiveness (CE), virtual reality (VR) and mobile technology usage (MTU) to help policymakers, service providers, developers and scholars to formulate...

.... Because of their importance, these events are shown in Figure 1 . Metaverse Tourism Marketing COVID-19 Virtual reality In recent years, advances in technology have enabled the development of different sectors and industries. For tourism, it has also been an opportunity to survive various...

...Varun Kumar; Bijay Prasad Kushwaha Purpose To investigate the possibility of virtual reality (VR) and other immersive technologies to solve the paradox of tourism, whereby its growth endangers the natural and cultural heritage it fosters by reconciling ecological preservation with the tourist...

...Sadaf Javanmardi; Ehsan Javanmardi; Alessandra Bucci Purpose This study examines the role of Virtual Reality (VR) in tourism marketing, analyzing its psychological effects, demographic differences and factors influencing adoption. It seeks to identify and measure the main drivers and obstacles...

... was conducted as a between-subjects one-factor [preview mode: static images vs 360-degree tour vs virtual reality (VR) mode] in a laboratory experiment setup to examine how consumers with different levels of involvement in travel decision-making respond to destination marketing toward three different preview...

... 2023 14 03 2023 20 03 2023 21 03 2023 21 03 2023 © Emerald Publishing Limited 2023 Emerald Publishing Limited Licensed re-use rights only Metaverse Tourism Hospitality Virtual reality Second life In Neal Stepenson's novel Snow Crash ( 1992...

... and tourism industry. This paper develops a theory-based framework for systematically evaluating AI innovations in hospitality and tourism. Artificial intelligence Virtual reality Augmented reality Technology adoption Innovations diffusion Machine learning Deep learning Artificial...

...-tours and virtual reality (VR)-optimized tours. The website content analysis was followed by application of the DOI theory and predictive modeling. Findings According to the DOI theory, the use of VR-optimized tours (4.34%) is still in the early adoption stage, followed by 360-degree tours (12.74...